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In March 2018, heavy Facebook users were likely to use the application for **** hours per month, whereas their activity on the YouTube app reached an average of **** hours per month. Nevertheless, in terms of the two platforms' engagement rate, YouTube had more than doubled online user activity levels compared to Facebook.

Popularity of Facebook

In May 2020, there were almost **** million Facebook users, which was a steady increase from the previous year. The platform is most popular among Poles aged 25 to 34 years old, and women users dominate it. Moreover, most photo-sharing platform users also came from a primary educational background and lived in the countryside. Nearly all of the Polish users accessed Facebook via their mobile phone in 2020. Moreover, Facebook holds the highest advertising reach among the leading social media platforms in Poland, with e-commerce figuring as the most popular industry, with over **** million fans. Looking at the financial results, in 2019, profits from sales or operations of Facebook Poland more than tripled compared to the previous year.

Demographics of YouTube users

Polish people of all ages are open to the socializing and entertaining roles of other popular social media. Popularity wise, YouTube is fast catching up with TV, with at least 88 percent of Poles watching the platform’s video content at least once a month. The most viewed YouTube videos fall under the entertainment and education categories. In 2019, the dominating age group for YouTube users was between 25 to 34 years old and with men accounting for almost ** percent of all users. Simultaneously, ** percent of the video-sharing platform users resided in the countryside and mostly had a primary school education background.